mittuled earned-media-monitor
Agent: PR and Communications Manager
L2 PR and communications manager (1x) responsible for earned media, press relationships, crisis communications, thought leadership programme, and executive visibility.
Department ethos: ideal-marketing.md
Skill Description
Tracks press coverage, share of voice, and sentiment versus competitors to measure PR effectiveness and detect emerging reputation risks.
When to Use
- When producing the weekly or monthly earned media report for marketing leadership.
- When a PR campaign or press release needs post-launch coverage and sentiment analysis.
- When competitor media coverage spikes and requires context on what is driving the attention.
Workflow
- Collect coverage data: Pull all brand mentions, competitor mentions, and industry keyword hits from media monitoring tools. Categorize by outlet tier (Tier 1–3 as defined in
assets/earned-media-report-template.md), topic, and sentiment. Deliverable: raw coverage dataset for the reporting period. - Calculate share of voice: Compute the company's share of voice relative to named competitors by weighting mention count by outlet authority and reach — not raw count. Use the SOV methodology in the report template Section 2. Deliverable: share of voice comparison table with trend line covering at least 2 periods.
- Assess sentiment and themes: Classify coverage as positive, neutral, or negative. Identify 3–5 dominant themes and narratives. Flag any negative sentiment trends using the flag criteria in
assets/earned-media-report-template.mdSection 5. Deliverable: sentiment analysis with theme breakdown. - Compile and quality-check the report: Assemble findings into the earned media report using
assets/earned-media-report-template.md. Score the report againstreferences/scoring-rubric.mdbefore distribution -- target minimum grade B (7.0+). Deliverable: completed earned media report with rubric score noted.
Anti-Patterns
- Counting clips without context: Reporting raw mention counts without weighting by outlet authority, reach, or sentiment. Why: ten mentions in low-authority blogs are not equivalent to one feature in a tier-one publication.
- Ignoring competitor coverage: Tracking only own-brand mentions without monitoring competitor media activity. Why: share of voice is relative; a stable mention count means decline if competitors are growing coverage.
Output
On success: Produces an earned media report containing coverage summary, share of voice comparison, sentiment analysis, and flagged items requiring attention. Delivered weekly to VP Marketing and PR team.
On failure: Report which data sources were unavailable (monitoring tool gaps, missing competitor keywords), what coverage the partial report includes, and recommend tool or keyword configuration changes.
Related Skills
crisis-communications-planner— Negative sentiment trends detected here may trigger crisis protocol activation.media-relationship-builder— Coverage gaps in target outlets inform where to invest relationship-building effort.press-release-writer— Post-release coverage tracking measures the effectiveness of each press release.